capstrat: consumer choice and the impact on communications
TRANSCRIPT
Three Steps to
Marketing Like a Retailer#CapstratHC
April 7, 2015
ACA
Access to information
Ability to shop
Custom products
Financial implications
Build
relationships
with consumers,
not patients
30,000
brand
messages
72%have searched online for health information
65% use WebMD
How do you build relationships?
Define
Engage
Optimize
© 2014 Capstrat LLC
All Rights Reserved
Defining your
target audiences
Success requires
specificity
What do they think?
What do they
need and want?
How do they
behave?
Tailor a plan
that fits your
budget and
infrastructure
Engage the stakeholders
who shape your brand
© 2014 Capstrat LLC
All Rights Reserved
Large-scale
approach
Develop an
understanding from:
CRM/database audit
Website audit
Competitive audit
Media audit
Measure consumer attitudes
through opinion polls
and focus groups
© 2014 Capstrat LLC
All Rights Reserved
Small-scale
approach
Your database is
not just a database
A well-crafted search campaign can also
target people searching for your services
Track and
segment
Audience personas
become your
foundation
© 2014 Capstrat LLC
All Rights Reserved
Engage your
audiences
For each persona:
Map the journey
Plan the tactics
Share the right content
© 2014 Capstrat LLC
All Rights Reserved
Map the journey
Connecting with consumers is a journey, not a destination
© 2014 Capstrat LLC
All Rights Reserved
Plan the tactics
Integrate communications tactics for maximum impact
PAID OWNED EARNED
© 2014 Capstrat LLC
All Rights Reserved
Share the
right content
…to the right people, at the right moment and in the right way
© 2014 Capstrat LLC
All Rights Reserved
Always be
optimizing
Scale Measurement
Google Analytics+
Facebook Insights+
Email platform analytics
or
CRM
Measurement Framework
Questions?
Kelly Calabria
919-882-1983
Mike Kondratick
919-745-3677
mkondratickkellylucascalabria
“Start from
where you are.”
Pema Chodron
